Snapchat is the most annoying, invasive, and frustrating social media app invented yet. Personally, I find Snapchat to be obnoxious. Snapchat is on par with bad reality TV. Whose life is really that interesting that they can make blowing a booger interesting?
Despite my personal opinions about the snappy app, Snapchat provides marketers with a unique medium to sharing exclusive content in real time.
What’s unique about Snapchat:
- Snapchat has an audience of 200 + million. Of the more than 200,000,000 users, 71% of users are between the ages of 18 – 34.
- Snapchat users are heavily female; the breakdown is 66% female 34% male.
- Snaps last (at most) 24 hours. That is if you post it on your story.
- If you send a snap to friends, that snap will live for 10 seconds.
- Snaps cannot be shared.
- Snap screenshots show up…
As a marketer, I see Snapchat as a place to experiment with brand messaging. The fans that follow their favorite brands on Snapchat are die-hards. They want to be in the know. They want the non-stop story. If you don’t give it to them, they will get their fix elsewhere.
Before you jump on the Snapchat train. It’s important to know a few of the Snapchat downers.
What I dislike about Snapchat:
- Snapchat has no analytics or metrics available to businesses. From a brand perspective all you can see is how many people opened your “snap” and who took a screenshot.
- Snapchat requires all users to register with a phone number. If the phone number is listed in your phone as a contact, it will show up as that person instead of as your brands username.
- Snapchat has just allowed users to customize their profile pictures. To customize your photo you have to take a selfie. Again, this is annoying for brands. (Especially if you want to upload a logo picture for your Snapchat profile picture).
- Snaps can only be uploaded from a mobile device.
- Snapchat does not allow multiple people to be logged on to one account at a time. This is frustrating for brand managers, who want to see their brands “snaptivity” and engagement with users.
I am not sold on Snapchat. I believe that success online is built through content consistency. The “fussiness” of Snapchat makes it difficult for brands to be consistently uploading content. Snapchat does have its unique advantages, which can help consumer-centric brands reach elusive audiences. My recommendation to you, before you rush off and get your brands a Snapchat profile, is to think it through. Is Snapchat really viable for your brand? Who will be posting? How often will that person be posting? Right now, there are no rules or even best practices on Snapchat.